Hoping to regain momentum in India’s tough e-commerce war, Flipkart is looking to partner with shopkeepers in India’s smaller cities. In doing so, Flipkart hopes to win over tens of millions of people not accustomed to shopping online.

Flipkart will soon let people living in the country’s small and midsized cities get goods they order on the website shipped to local stores where they typically shop, where they can also ask questions about online shopping. Flipkart hopes this option will get people new to the internet more comfortable with buying things online, according to Amar Nagaram, the company’s vice president of engineering.